소비자 감성을 반영한 가구브랜드 마케팅 연구

• 영문명: A Study on the Marketing of Furniture Brand Reflecting Consumer Sensitivity- Focusing on Domestic and International Cases since 2010 -
• 발행기관: 한국가구학회
• 저자명: 김윤희(Yunhee Kim)
• 간행물 정보: 『한국가구학회지』제31권 제3호, 205~216쪽, 전체 12쪽
• 주제분류: 예술체육 > 미술
• 파일형태: PDF
• 발행일자: 2020.09.30

영문 초록

The purpose of this study was to investigate the positive impacts of the emotional marketing of domestic and foreign furniture brands on consumers and the construction of brand images. As research methods for this purpose, this study reviewed references, analyzed the ac-tual cases of emotional marketing of domestic and foreign furniture brands since 2010 and then, conducted interviews, collected data and conducted an analysis, focusing on the emotional mar-keting actually conducted in five domestic furniture brands. As a result of the study, emotional marketing allowed active communications between consumers and brands and increased their desires for purchases. In addition, it planted expectations for the brand in consumers and played a role in positively building up the brand image. It turned out that the brand reputation index and the press socially as well as consumers simply enhance the brand’s image positively. Thus, it is necessary to continuously research emotional marketing, which can satisfy consumers in their rapidly changing psychology and utilize it positively.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 실증조사연구 및 연구결과분석

Ⅳ. 결론

참고문헌

키워드

emotional marketing furniture marketing analysis furniture marketing consumer sentiment reflection